Situation: For nearly seven years, The DeBerry Group has essentially been the marketing team for Mission Pharmacal’s Dr. Smith’s brand. In 2013, Dr. Smith’s set out to expand beyond a local brand with a regional presence and fiercely loyal following to become a national player. We’ve been an active and trusted partner every step of the way, and continue to drive results. The DeBerry Group handles marketing strategy, brand development, regional and national media placements, national blogger and influencer partnerships, social media strategy and management, media relations, national grassroots activations and everything in between.
Strategy: We work on all cylinders for Dr. Smith’s: public relations, social media, event management, digital and social, special events, grassroots, national paid media (print ads) banner ads and much more. The DeBerry Group defined the Dr. Smith’s brand by developing marketing strategies, designing iconic brand motifs, identifying target consumers, defining creative brand standards, crafting messaging and integrating the brand look-and-feel across all outreach. Because this is a competitive marketplace, we consistently track competitors, and proactively differentiate Dr. Smith’s from the pack with thoughtful media placements and appearances at industry conferences.
During Dr. Smith’s national launch, The DeBerry Group helped Dr. Smith’s develop relationships with more than 40 influential regional and national mom bloggers and new media influencers (both general and Latina moms). We produced guest posts, sponsored content, created and placed multimedia content and national print ads, conducted sweepstakes and traveled around the country to represent the Dr. Smith’s brand at conferences and special events. We focused on the power of storytelling, and developed shareable and relatable video and print content that would resonate with Dr. Smith’s audiences.
Media relations efforts were tied to a national marketing campaign to help build brand awareness, with a goal of generating editorial coverage in national parenting outlets. Additionally, we have coordinated national satellite media tours for Dr. Smith’s that generated millions of impressions and worked with celebrities to generate public relations and social media buzz around the brand. We’ve worked with Bill and Giuliana Rancic to coordinate a product launch event at their restaurant in Chicago, hosted a luncheon at the Ritz Carlton in Dallas with actress Ali Landry, and most recently, hosted a baby shower in Malibu for former Bachelorette and style influencer Ali Fedotowsky in Malibu.
On the heels of the initial national media relations and celebrity activations, The DeBerry Group was tasked with developing a national marketing campaign to increase brand awareness to reflect the growth in product distribution. The DeBerry Group developed the “Reach for the Doctor” campaign that included a national television commercial in English and Spanish, a campaign landing page in English and Spanish, a robust social media and influencer outreach program, grassroots activation and digital ads. The campaign launched within three months.
Impact: Some of the greatest results of our work for Dr. Smith’s are the lasting relationships we’ve developed with engaged, influential consumers. Our social media and grassroots initiatives are highly integrated and are designed to strategically target our consumer, the Millennial mom. To date, our social footprint includes 61,000+ Facebook fans, 5,400+ Twitter followers and 1200+ Instagram followers – all of whom engage us with authentic customer feedback and honest advocacy. We also helped the #DrSmithsLaunch hashtag earn a total reach of more than four million users within one month of its national brand launch. Through diligent follow up with media contacts, we secured Dr. Smith’s Diaper Rash Spray inclusion in editor roundups and featured product sections in both Pregnancy and Newborn and Fit Pregnancy Magazine.
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